BMW’s ConnectedDrive Store offers the automaker an additional source of income. Even after delivery, there are still plenty of ways to spend more money on your shiny new car. Depending on which options were initially enabled, an owner may be able to unlock features after purchase. From the remote engine start to the high beam assistant to the adaptive M suspension and a welcome light animation – you will be surprised how many functions are behind a paywall.
There was even a dark period when heated seats were available on a subscription basis, but that didn’t end well. BMW was heavily criticized for its actions and eventually abandoned the idea of charging extra to warm their bottoms. But while paid seat heaters have come and gone, paid software features remain.
Alexandra Landers, Global Head Product Communications at BMW, told Australia CarExpert Magazine that some advanced driver assistance systems remain blocked behind a paywall:
“We still believe in the option of a structure where you don’t have to decide from the start whether you want a particular ADAS system. For the additional ADAS systems, we also have costs for operation. We have cloud usage, and that is a cost. So if you use it, you have to pay for it.”
When asked if BMW would charge extra for more power, she replied that it wouldn’t happen. The same applies to the range, which is also not artificially limited. At least in the case of the second generation iX3. It remains to be seen whether this will change with the subsequent models of the new class. The i3, iX4 and iX5 will be launched next year.
An iX7 will follow in 2027 and an iX6 in 2028. BMW is also expected to bring an i3 Touring onto the market by 2030. In addition, entry-level models such as the i1 Hatch and i2 Sedan should be launched by the end of the decade.
Many features in the ConnectedDrive Store come with a free trial, so you can try them out before you decide. Depending on the service, some are offered as an annual subscription, others can be activated permanently.
As you might expect, BMW isn’t the only one doing this. Archival Mercedes also charges an additional charge for certain functions. This includes additional power for some of its electric models via the Acceleration Enhancement subscription, which is available with monthly or annual fees or as a one-time permanent activation. Audi is no stranger to such shenanigans, as the A3 sold in Europe blocks the dual-zone automatic climate control behind a paywall.
Strange times we live in…
Source: Auto Expert
